NSW Government – Hepatitis C
An online party with an important lesson to teach
THE BRIEF – Increase understanding of the causes of Hep C
Hepatitis C is commonly misunderstood in Australia. Although it is widely considered to be ‘the junkie disease’, the truth is that decisions made in the heat-of-the-moment often increase the risk of contracting it. We were tasked with engaging our audience in a way that boosted understanding of the disease.
OUR IDEA – ‘Enter the Party’
Hepatitis C is a serious virus that affects the liver. There are often no noticeable symptoms until significant damage has been done to the organ. If left untreated Hep C can linger in the bloodstream and have serious repercussions at a later stage in life.
Due to the fact that the virus is spread when someone comes into contact with an infected person’s blood or bodily fluid, the disease has garnered a reputation that does not do the reality justice. As our insight told us, our audience were dismissive of the serious ramifications around the disease, seeing it as something that lived in the world of drug abuse. We needed to implement a hard-hitting campaign that would shake such beliefs and instil an important message in our audience.
Our idea? Develop an immersive interactive film concept called the House Party, which included full Facebook integration. We ensured the video really engaged our audience rather than presenting them with a directive piece. Social media drove people to ‘Enter the Party’ with their friends. The environment they found was of an online version of a realistic party littered with needles, tattoo guns and razors. Users were asked “what would you do?” teaching them of the unexpected causes of Hepatitis C.
THE RESULT – Increased understanding of the causes of the disease
27% of NSW 18-24 year olds agreed with the statement “Hepatitis C is relevant to me” following the activity while 69% of young people exposed to the party reported being more informed about the specific factors involved in contracting Hep C. Encouragingly 65% said they would refer to the campaign if a friend suggested injecting drugs.